The Three Foundations of Mortgage Marketing: Part 2: Message

In part 1 of our 3-part series, we identified the first important foundation of mortgage marketing, your market—the people in your sphere of influence who are likely to use your services. Here, we discuss the message. Essentially, your message answers the question of why someone should do business with you of all the mortgage brokers out there.

Being able to answer this question—concisely and directly—is the pillar of your mortgage marketing strategy. This is your primary means of conveying your attributes to your potential clients. And remember, if your market doesn’t receive your message, you’ll fail to influence those you most want to reach.

That said, it’s important to define your message. Identify what it is that makes you unique in the marketplace. Do you offer X years of experience? Are you available 24/7 to your clients? Are you particularly skilled at brokering mortgages for borrowers in difficult circumstances?
Whatever your message is, make sure that it is concise and sale-able. This is the main point that you will be using to convey your skill set to potential clients. Once you’ve identified it, you’ll want to use it in all of your marketing materials, such as newsletters, websites, post cards, and other direct mail pieces.

If you’re struggling to decide between various messages, you might want to test them out first. Consider creating two direct mail pieces—each with a different message—and sending the first piece to half of your potential contacts, and the second piece to the other half. Then, evaluate which message is more effective by tracking the responses you receive.

In the final part of our series, we’ll discuss the third pillar of effective mortgage marketing, the media. Now that you’ve identified your market and tailored a message to it, how do you reach your clients? What vehicle will you choose to bring your message to the marketplace? Read part 3 to learn the ins and outs of various media vehicles.

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.